Laura Wiegand-Smith
The Business Problem
OneAdvanced's disconnected digital ecosystem created friction throughout the customer lifecycle, reducing customer confidence, limiting website conversions, and contributing to long-term customer churn.
The User Problem
Prospective customers wanted to understand how the software would solve their business challenges before being contacted by the sales team.
Key information was difficult to find, and users landing on the website didn’t know where to go or whether they were in the right place. This created confusion and reduced confidence in the purchasing decision.
OneAdvanced
Digital Transformation
Sector: Multi-Sector
Platform: B2B SaaS
OneAdvanced needed to transform a fragmented digital presence into a clear, scalable experience for customers across multiple sectors. I helped shape the transformation from the foundations up by defining the information architecture and scope, facilitating stakeholder workshops, establishing governance, and translating complex business and user needs into a coherent experience strategy.
The work brought together research, collaborative planning and scalable atomic design-system thinking to create a framework that could support both immediate delivery and future growth. The result was a more consistent, navigable ecosystem that made it easier for users to understand OneAdvanced’s offering, discover relevant products and content, and move through the experience with clarity.
My Role
UX/UI Designer & Strategist.
Collaboration
Digital Strategy, Design System, UX/UI, User Research.
Project Scope
Product, Development, Customer Service, Sales, External Agency, Customers.
Timeline
6-12 months.
When co-ordinating a digital ecosystem spanning 40+ products, 12 sectors, and over 180 cross-functional stakeholders, the biggest risk to the project was operational chaos. To prevent scope creep, subjective feedback loops, and misalignment with our external agency partners, I established a strict operational framework before user research.
Project Foundations
Information Architecture and Scope
I audited and sectioned the 40+ products into 8 sector-focused vertical markets. This allowed me to scope the main website and subdomains around solution-based user journeys.
Targeted Ideation Workshops
To prevent stakeholder meetings from derailing into open-ended debates, I designed themed workshop sessions. Each session was restricted to answering specific questions for a single page or sector, ensuring I walked away with agreed-upon success metrics for that specific phase of the customer journey.
Feedback Governance
We instituted a strict feedback protocol. I created a centralised feedback file in Figma, where stakeholders had a 48-hour window following design reviews to leave comments. This controlled the influx of opinions and allowed us to prioritise and triage feedback efficiently.
Cross-Functional Sprint Planning
To ensure the design system and UI components scaled logically alongside development, I collaborated with the PM, the internal dev team, and the external agency, to roadmap weekly sprints 6 months ahead of our initial usability testing phase.
UX/UI
Web Design
Design System
Strategy
The Outcome
Agile Planning & Design Process:
Utilised digital whiteboarding tools to facilitate agile workflows to track feature backlogs and delivery.
Established a structured feedback process.
Conducted foundational workshops to define project goals.
UX Ideation & Conceptualisation:
Sketches and end-to-end customer journey planning from web discovery to customer onboarding and personalised support.
Usability testing of original site with targeted personas.
Wireframing:
Modular style pages featuring flexible content blocks, structured information architecture, and hierarchy.
Mid-project redesign following usability testing to create a stronger brand image.
Scalable Design System Engineering:
Development of a comprehensive component matrix for the UI kit for design/development and business facing use.
Component and module anatomy details.
UI and UX guidelines set for rapid future desgins.
Laura Wiegand-Smith
Services
Web Design
Software Design
Web Audits
About
Work
About me
Legal
Privacy Policy
Sitemap
Copyright 2026 All Rights Reserved
Website created by Laura Wiegand-Smith
Legal
Laura Wiegand-Smith
Scalable Design System Engineering
Development of a comprehensive component matrix for the UI kit for design/development and business facing use.
Component and module anatomy details.
UI and UX guidelines set for rapid future desgins.
OneAdvanced
Sector: Multi-Sector
Platform: B2B SaaS
UX/UI
Web Design
Design System
Strategy
OneAdvanced needed to transform a fragmented digital presence into a clear, scalable experience for customers across multiple sectors. I helped shape the transformation from the foundations up by defining the information architecture and scope, facilitating stakeholder workshops, establishing governance, and translating complex business and user needs into a coherent experience strategy.
The work brought together research, collaborative planning and scalable atomic design-system thinking to create a framework that could support both immediate delivery and future growth. The result was a more consistent, navigable ecosystem that made it easier for users to understand OneAdvanced’s offering, discover relevant products and content, and move through the experience with clarity.
Digital Transformation
My Role
UX/UI Designer & Strategist.
Project Scope
Digital Strategy, Design System, UX/UI, User Research.
Collaboration
Product, Development, Customer Service, Sales, External Agency, Customers.
Timeline
6-12 months.
The Business Problem
OneAdvanced's disconnected digital ecosystem created friction throughout the customer lifecycle, reducing customer confidence, limiting website conversions, and contributing to long-term customer churn.
The User Problem
Prospective customers wanted to understand how the software would solve their business challenges before being contacted by the sales team.
Key information was difficult to find, and users landing on the website didn’t know where to go or whether they were in the right place. This created confusion and reduced confidence in the purchasing decision.
When co-ordinating a digital ecosystem spanning 40+ products, 12 sectors, and over 180 cross-functional stakeholders, the biggest risk to the project was operational chaos. To prevent scope creep, subjective feedback loops, and misalignment with our external agency partners, I established a strict operational framework before user research.
Project Foundations
Information Architecture and Scope
I audited and sectioned the 40+ products into 8 sector-focused vertical markets. This allowed me to scope the main website and subdomains around solution-based user journeys.
Targeted Ideation Workshops
To prevent stakeholder meetings from derailing into open-ended debates, I designed themed workshop sessions. Each session was restricted to answering specific questions for a single page or sector, ensuring I walked away with agreed-upon success metrics for that specific phase of the customer journey.
Feedback Governance
We instituted a strict feedback protocol. I created a centralised feedback file in Figma, where stakeholders had a 48-hour window following design reviews to leave comments. This controlled the influx of opinions and allowed us to prioritise and triage feedback efficiently.
Cross-Functional Sprint Planning
To ensure the design system and UI components scaled logically alongside development, I collaborated with the PM, the internal dev team, and the external agency, to roadmap weekly sprints 6 months ahead of our initial usability testing phase.
Agile Planning & Design Process:
Utilised digital whiteboarding tools to facilitate agile workflows to track feature backlogs and delivery.
Established a structured feedback process.
Conducted foundational workshops to define project goals.
UX Ideation & Conceptualisation:
Sketches and end-to-end customer journey planning from web discovery to customer onboarding and personalised support.
Usability testing of original site with targeted personas.
Wireframing:
Modular style pages featuring flexible content blocks, structured information architecture, and hierarchy.
Mid-project redesign following usability testing to create a stronger brand image.
Scalable Design System Engineering:
Development of a comprehensive component matrix for the UI kit for design/development and business facing use.
Component and module anatomy details.
UI and UX guidelines set for rapid future desgins.
The Outcome
Laura Wiegand-Smith
Services
Web Design
Software Design
Web Audits
About
Work
About me
Legal
Privacy Policy
Sitemap
Copyright 2026 All Rights Reserved
Website created by Laura Wiegand-Smith
The Outcome
OneAdvanced
Digital Transformation
UX/UI
Web Design
Design System
Strategy
Sector: Multi-Sector
Platform: B2B SaaS
OneAdvanced needed to transform a fragmented digital presence into a clear, scalable experience for customers across multiple sectors. I helped shape the transformation from the foundations up by defining the information architecture and scope, facilitating stakeholder workshops, establishing governance, and translating complex business and user needs into a coherent experience strategy.
The work brought together research, collaborative planning and scalable atomic design-system thinking to create a framework that could support both immediate delivery and future growth. The result was a more consistent, navigable ecosystem that made it easier for users to understand OneAdvanced’s offering, discover relevant products and content, and move through the experience with clarity.
My Role
UX/UI Designer & Strategist.
Project Scope
Digital Strategy, Design System, UX/UI, User Research.
Collaboration
Product, Development, Customer Service, Sales, External Agency, Customers.
Timeline
6-12 months.
When co-ordinating a digital ecosystem spanning 40+ products, 12 sectors, and over 180 cross-functional stakeholders, the biggest risk to the project was operational chaos. To prevent scope creep, subjective feedback loops, and misalignment with our external agency partners, I established a strict operational framework before user research.
Project Foundations
Information Architecture and Scope
I audited and sectioned the 40+ products into 8 sector-focused vertical markets. This allowed me to scope the main website and subdomains around solution-based user journeys.
Targeted Ideation Workshops
To prevent stakeholder meetings from derailing into open-ended debates, I designed themed workshop sessions. Each session was restricted to answering specific questions for a single page or sector, ensuring I walked away with agreed-upon success metrics for that specific phase of the customer journey.
Feedback Governance
We instituted a strict feedback protocol. I created a centralised feedback file in Figma, where stakeholders had a 48-hour window following design reviews to leave comments. This controlled the influx of opinions and allowed us to prioritise and triage feedback efficiently.
Cross-Functional Sprint Planning
To ensure the design system and UI components scaled logically alongside development, I collaborated with the PM, the internal dev team, and the external agency, to roadmap weekly sprints 6 months ahead of our initial usability testing phase.
The Business Problem
OneAdvanced's disconnected digital ecosystem created friction throughout the customer lifecycle, reducing customer confidence, limiting website conversions, and contributing to long-term customer churn.
The User Problem
Prospective customers wanted to understand how the software would solve their business challenges before being contacted by the sales team.
Key information was difficult to find, and users landing on the website didn’t know where to go or whether they were in the right place. This created confusion and reduced confidence in the purchasing decision.
Agile Planning & Design Process:
Utilised digital whiteboarding tools to facilitate agile workflows to track feature backlogs and delivery.
Established a structured feedback process.
Conducted foundational workshops to define project goals.
UX Ideation & Conceptualisation:
Sketches and end-to-end customer journey planning from web discovery to customer onboarding and personalised support.
Usability testing of original site with targeted personas.
Wireframing:
Modular style pages featuring flexible content blocks, structured information architecture, and hierarchy.
Mid-project redesign following usability testing to create a stronger brand image.
Scalable Design System Engineering:
Development of a comprehensive component matrix for the UI kit for design/development and business facing use.
Component and module anatomy details.
UI and UX guidelines set for rapid future desgins.
Laura Wiegand-Smith
Services
Web Design
Software Design
Web Audits
About
Work
About me
Legal
Privacy Policy
Sitemap
Copyright 2026 All Rights Reserved
Website created by Laura Wiegand-Smith